Milan 2016 – British designer Lee Broom recreated an Italian palazzo in the back of a van hosting his new 90’s style Optical lighting collection. The so-called SALONE DEL AUTOMOBILE drove from London to Milan. Every day you can find them in a different creative district of the buzzy design week.
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Fuorisalone (all the events outside the Milan International Furniture Fair) is organised in about 20 to 30 design districts and epicentres and hosts over 1.200 events and exhibition this year. Quite a task for design hunters. Lee Broom realised that in order to reach as many people as possible he shouldn’t have waited for they to come, but should go straight to them instead. If Mohamed doesn’t go to the mountain, the mountain goes to Mohamed. Design-wise.
Lee Broom says to ArchiPanic “Last year we had a big show; a lot of people heard about it but didn’t get to come and said I wish I’d seen it. In this way we thought we bring the show to the people”.
The unique installation is staged in an industrial grey and white liveried delivery van. When the back doors open the traveling show reveals a dramatic recreation of a traditional Italian palazzo along with his new lighting range.
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After the official opening at Rossana Orlandi, the SALONE DEL AUTOMOBILE visited Cesarstone exhibition, made some noise with a guerrilla dj set and reached Bar Basso. On the 14th Lee Broom is in Zona Tortona, then Brera Design Districts (15th), and Ventura Lambrate (16th). You can track him at milanvan.com where he also keep diary-blog.
The Optical collection’s floor and pendant lights reflect Broom’s recent move towards more understated, modern designs. Yet the Op Art-inspired graphic patterns on the illuminated globes echo the asymmetry of some of Broom’s previous designs. When viewed from all sides, Optical’s linear pattern changes at every angle.
Optical also holds strong personal associations for Broom: “It’s really inspired by the period in which I grew up in. I guess my first real foray into interiors was decorating my own bedroom in the early 90’s and Optical really reflects the monochrome graphics and mood of that era“.
Images and video: courtesy of Lee Broom.